Join us for this live presentation exploring How Abreva Leveraged Loyalists to Convert Non-users:
Wed, Apr 3, 2013
11:00 AM EDT
Hosted by: TMRE & Brandtrust
Register here: https://cc.readytalk.com/r/um8mzjrxq165
At the time of the study, the Abreva team possessed considerable knowledge regarding the category and consumer’s needs and motivations. However, the brand did not understand the disconnect between non users desires for treatment and the rationalizations at shelf to choose less expensive, second tier brands. Why was the Abreva team missing the mark with non users when all signs pointed to 'yes'? They were chasing the wrong idea and asking the wrong questions.
While a typical approach would focus on studying non-users and uncovering their attitudes toward the brand and their rationale for not using the brand, Abreva partnered with Brandtrust to understand how and why non-users became users. By focusing on those who currently use the brand, the brand was able to not only uncover what obstacles prevent non-users from trial but also what motivates non-users to move into trial.
In this live presentation, you will learn:
• Why reframing the research question may reveal a more valuable source of insight.
• Why studying brand loyalists offers more insight than can be leveraged to bring non-users and rejecters into the brand.
• How emotional insights can transform a campaign from one focused on rational benefits to one that connects to consumers at a deeper, psychological level.
We look forward to chatting with you on April 3, 2013.
Presented By Elizabeth Latoracca and Kristian Aloma